Boundary-Spanning Marketing Organization

A Theory and Insights from 31 Organization Theories

By:

G.Tomas M. Hult

Format:

Paperback / softback

Series:

Springerbriefs in Business

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Description

Now more than ever, marketing is assuming a key boundary-spanning role—a role that also redefined the composition of the marketing organization. In this Brief, the marketing organization’s integrative and mutually reinforcing components of marketing activities, customer value-creating processes, networks, and stakeholders are delineated within their boundary-spanning roles. Expanding upon his article published in the Journal of the Academy of Marketing Science in 2011, Tomas Hult draws thematic marketing insights from the integration of thirty-one organization theories to advance knowledge on the boundary-spanning marketing organization within four areas: strategic marketing resources, marketing leadership and decision making, network alliances and collaborations, and the domestic and global marketplace.

Release date Australia

April 24th, 2012

Author

G.Tomas M. Hult

Audience

Professional & Vocational

Illustrations

1 Illustrations, black and white; VIII, 78 p. 1 illus.

Pages

Series

Springerbriefs in Business

Dimensions

156x234x4

ISBN-13

9781461438182

Product ID

19872102

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